Diageo Reserve creates ‘global cocktailian’ role

ByLisa Riley

Published: 13 June, 2017

Diageo Reserve has created a new ‘global cocktailian’ role in a bid to forge a stronger link between the Reserve business and the wider luxury industry.

The new role, which has been appointed to Canadian mixologist, educator and industry advocate Lauren Mote, was a significant move for the business and marked a “step forward” in placing Reserve brands into culture and lifestyle through “knowledge, passion and storytelling”, said Cristina Diezhandino, managing director of Diageo Reserve.

As part of her new position, Mote would be a figurehead for Diageo Reserve’s ‘World Class’ program, working alongside its ‘World Class Bartender of the Year’ to promote the craft of bartending and inspire people across the globe to drink better, she said.

Founded on “breaking new round”, Diageo Reserve needed to be at the forefront of trends - transcending the drinks category to draw learnings from other categories in order to deliver its vision of making luxury experiences available, accessible and aspirational to everyone,” added Diezhandino.

“From our 2016 World Class: Future of Cocktails report we know that people now value experiences over possessions and we are seeing the rise of the emotional economy with people looking for deeper connections to brands, she said.